Online company discovers that less selling equals more sales

May 7, 2018

Automotive News CanadaBy Kelly Taylor

ONLINE GUIDED INTELLIGENCE, a division of RSR Digital (www. rsr-global.com), is aiming to help Canadian car dealers turn more online tire-kickers into customers, ironically by turning down the sales pressure.

Spokeswoman Dayna Lyle said the goal is to make dealer websites low-pressure sources of information, free from what the company refers to as lead traps. That includes pop-ups that either seek to pressure the visitor into booking a test drive, or trick the visitor into providing contact information under the guise of providing access to information.

“Absolutely, [it is] with the intent is to make visitors feel they aren’t being sold something,” she said.

Nanaimo, B.C.-based Harris Mazda credits the approach with a gain in his site’s traffic, “because car shoppers are put off when the sales process doesn’t go the way they want,” said General Manager Doug Culham.